What Hozelock Exel does

Hozelock Exel is the consumer and retail-facing subsidiary of the publicly listed French EXEL Industries group, manufacturing and commercializing gardening and spraying equipment across multiple brands from its headquarters in Arnas (Beaujolais region), France. The company holds approximately 65% of the French sprayer market (Nielsen) and is positioned as the N°1 European manufacturer of gardening equipment, with a portfolio spanning consumer watering (Hozelock), professional sprayers (Berthoud since 1895, Cooper Pegler, Tecnoma), industrial sprayers (Laser Industrie), mass-market SKUs (Peras, Agis pumps), and the more recently acquired GF Garden (Italy, 2022) and Devaux-Duchesnay (2023) garden-tool and fireplace-accessory lines. Technology differentiators center on proprietary diaphragm-pump architecture, Viton/EPDM chemical-compatibility sealing, 4x maximum-pressure safety testing, and ISO 9001:2015-certified manufacturing, with 95% of production made in France at the Villefranche-sur-Saône plant.

The business model is hardware-sales-led across consumer, professional, and industrial verticals, monetized through one-time/perpetual purchases at varying price points (entry-level mass-market to premium professional). Distribution is multi-channel: major French retail chains in food, DIY, and gardening; specialized garden centers and agricultural cooperatives for professional users; dedicated industrial supply networks for Laser Industrie; and brand-specific e-commerce platforms. Aftermarket services — including 10-year guaranteed spare parts availability, 72-hour metropolitan France delivery, and 5-year/3-year warranties on premium lines — generate a recurring revenue and stickiness layer on top of unit sales. Customers served include home gardeners, professional applicators and horticulturists, agricultural cooperatives, construction/public-works firms, livestock operations, and food-industry facilities, with international reach delivered through the EXEL Industries group's 27-country, 48-site footprint.

Name

Hozelock Exel

Legal name

HOZELOCK EXEL, SAS

Website

https://hozelock-exel.fr

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Hozelock Exel is the French consumer/retail arm of EXEL Industries, manufacturing gardening watering equipment and professional, industrial, and consumer sprayers under brands including Hozelock, Berthoud, Cooper Pegler, and Laser Industrie, holding ~65% of the French sprayer market and serving home gardeners, agricultural cooperatives, and industrial users across 27 countries.

Ownership category

akta.pro rank

Product category

Garden Watering & Spraying Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Spray Control, Rate Controllers & Nozzle Systems (Pumps, Valves, Atomizers) (AFAAADAF)

akta.pro secondary industries

Dispensing & Pump Systems (Pumps, Sprayers, Misters, Droppers) (IMALAJAB), Industrial Hoses & Tubing (Rubber/Elastomer) (IMANALAA)

Keywords

• Garden watering equipment
• Professional spraying systems
• Horticultural sprayers
• Garden pumps
• Gardening tools manufacturer

Headquarters

HQ city

Arnas

HQ country

France

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Consumer Gardening Products: Sale of watering systems, garden pumps, and sprayers under Hozelock, Tecnoma, and other brands to mass market consumers through retail chains and garden centers. Products include garden hoses, reels, sprinklers, and various sprayers for balcony and garden use.
2. Professional Spraying Equipment: Sale of professional-grade sprayers under Berthoud, Cooper Pegler, and Laser Industrie brands for professional gardeners, agricultural applications, and industrial uses (construction, public works, livestock, food industry).
3. Garden Tools: Sale of garden tools under Devaux brands (Duchesnay, Jad Jardin) and eco-friendly tools such as the 'Tarabate' fork, as well as chimney accessories under Ardufeu brand.
4. Aftermarket Services and Spare Parts: Sales of spare parts and accessories, with guaranteed availability for at least 10 years after product discontinuation. After-sales service for all sprayer types.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Hozelock Exel manufactures and sells garden watering equipment (hoses, sprinklers, garden pumps), professional and amateur sprayers (trigger, pressure, backpack, and industrial models), and garden tools. Its portfolio is sold under multiple brands — Hozelock, Berthoud, Tecnoma, Cooper Pegler, Laser Industrie, Peras, Agis, Hozelock PURE, GF Garden, and Devaux — spanning mass-market consumers through to professional applicators and industrial users. The company combines French manufacturing (95% domestic content at its Arnas site) with European production sites in the UK and Italy.

Product overview

Hozelock Exel is the European leading manufacturer of gardening equipment comprising multiple product lines: garden watering products (Hozelock brand with hoses, sprinklers, pumps, and the Hozelock PURE natural treatment sub-brand), professional and amateur sprayers (Berthoud, Tecnoma, Cooper Pegler), industrial sprayers (Laser Industrie), mass-market products (Peras, Agis pumps), and acquired brands GF Garden (Italian watering tools, 2022) and Devaux (French garden tools and fireplace accessories, 2023). The portfolio spans from consumer garden watering and spraying to professional agricultural applications and industrial uses, all unified under the EXEL Industries group's precision spraying expertise.

Differentiator

Problem solved

Functional benefit

Brands

• Hozelock PURE: Natural garden treatment solutions, eco-friendly product line launched under Hozelock.

Products and services

• Hozelock Watering Products Consumer garden watering equipment including hoses, sprinklers, pumps and watering accessories, designed by gardeners for gardeners and conceived at the Birmingham design centre.
• Berthoud Professional Sprayers Professional sprayers combining comfort and performance for experienced gardeners and professionals, manufactured in France with rigorous quality control and 5-year warranty.
• Tecnoma Sprayers and Pumps Sprayers, pumps, misting systems and decorative watering solutions designed and manufactured in France under strict quality control for amateur gardeners.
• Cooper Pegler Professional Sprayers Professional sprayers with exclusive membrane/diaphragm pump system ensuring durability, application precision, and optimal crop protection for agricultural, horticultural and groundskeeping use.
• Laser Industrie Industrial Sprayers Highly technical sprayers for exclusively industrial applications including construction, public works, livestock breeding, and food industry, with chemical-resistant materials (Viton, EPDM).
• Peras Mass-Market Sprayers Mass market sprayers sold through food retail stores (supermarkets) for basic spraying needs.
• Hozelock PURE Natural Garden Treatments Natural garden treatment solutions for chemical-free gardening, including the T7 Standard Spécial Vinaigre sprayer designed for vinegar-based natural weeding.
• Agis Garden Pumps Pump product line used alongside Tecnoma for domestic and garden pumping applications.
• GF Garden Watering Tools Italian watering and gardening tools manufactured from recycled materials near Bologna, distributed in over 50 countries, including the self-extending AQUAPOP hose kit, AQUABAG STYLE mini hose reel, and Concept EasyGuide hose reel cart.
• Devaux Garden Tools and Fireplace Accessories Manufacturer since 1923 of garden tools and fireplace accessories, including Duchesnay (professionals), Jad Jardin (consumer), Ardufeu (fireplace), and the ecological Tarabate fork.
• Berthoud Elyte 8 Ultra Max Sprayer 4-in-1 versatile sprayer for garden, disinfection, DIY, height treatments and external surfaces with high-resistance EPDM joints.
• Berthoud Vermorel 2000 Pro Confort Sprayer Professional sprayer designed for intensive treatment and weeding use in large gardens, orchards, and market gardening with ultra-resistant Viton joints.
• Berthoud FLORALY 7 Multi Sprayer Sprayer designed for aggressive products with EPDM joints compatible with vinegar, diluted acetic acid, diluted bleach, and disinfectants.
• Cooper Pegler CP 15 Evolution Comfort Sprayer Professional sprayer with over 20 years of use in agriculture, horticulture, and parks and gardens, valued for exceptional durability and spray quality.
• Cooper Pegler CP3 Evolution Comfort Sprayer 20-litre capacity professional sprayer with exclusive membrane pump system ensuring durability, application precision, and optimal crop protection.
• Cooper Pegler CP 8 Pressure Sprayer Pressure sprayer for demanding gardeners and horticulture professionals, combining performance and user comfort.
• Laser Industrie Expert 8 EPDM lance Inox Industrial sprayer with EPDM seals ideal for application of bleach and highly chlorinated products, stripping agents, and disinfectants.
• Laser Industrie Laser 7 Viton Industrial sprayer with Viton seals for application of deactivators and diluted acids, ideal for nautical applications.
• Laser Industrie Expert 8 Viton Industrial sprayer with Viton seals for release agents, facade waterproofing, wood treatment products, solvented strippers, deratization, disinsectization, tar remover, and neutral antimoss products.
• Hozelock Auto Reel Mobile 35m Hybrid hose storage system combining the best features of the Auto Reel range with optimal mobility for effortless watering.
• Hozelock T7 Standard Spécial Vinaigre Sprayer specially designed for natural weeding with vinegar or diluted acetic acid application, featuring resistant EPDM joints.
• Hozelock Composteur EasyMix 2en1 2-in-1 easy compost mixer for garden waste management.
• GF Garden AQUAPOP Self-Extending Hose Kit Self-extending hose kit for watering plants and flowers and cleaning external surfaces; becomes compact after use for easy storage.
• GF Garden AQUABAG STYLE Mini Hose Reel Mini hose reel ideal for plants, flowers, and pots on terraces, balconies, and small gardens; dual floor-standing or portable use mode.
• GF Garden Kit Dévidoir Concept EasyGuide Plastic and metal hose reel cart with hose guide system for easy winding; lightweight with up to 3x lighter hose than traditional hoses.
• Devaux Fourche « Tarabate » Ecological Fork Ecological fork ideal for loosening soil without turning it, preserving soil structure and biological life, with efficient penetration even in compact soils.
• Devaux Gamme Outils à Fleurs Zingués Zinc-plated flower tools for precision gardening work, offering robustness and durability with comfortable grip.
• Devaux Bêche à Dents Sniper Clawed shovel for penetrating difficult, compact or stony soils, designed to efficiently cut roots and facilitate deep work.
• Devaux Gamme DELTA Garden Tools Complete range designed for essential gardening gestures, combining ergonomics, comfort, and handling for efficient daily work.
• Berthoud Thermal Weeders (Green Power and Gas Range) Electric (Green Power) and gas-powered thermal weeders providing natural weed control without chemicals. The Green Power was the first electric thermal weeder invented by Berthoud in 2012; the range was completed with gas-powered weeders in 2017.

Quantifiable outcome

• Nearly 2/3 (65%) market share in French sprayer market (Nielsen source)
• +7 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Brill Garden Tools: German garden equipment maker focused on premium hand tools and lawn care. Comparable to the Devaux range and competes in the European specialty garden-center channel.

Broad incumbents

• Husqvarna Group: Parent of Gardena and a broad incumbent in outdoor power products, robotic mowers, and forestry equipment. Competes across multiple Hozelock Exel categories including watering, spraying, and professional outdoor tools.
• Fiskars: Broad incumbent in garden hand tools (Fiskars, Gerber) with strong consumer brand recognition. Comparable through the Devaux garden tools franchise and competition for garden-center shelf space across Europe.
• Bosch Garden Tools (Robert Bosch): Division of Robert Bosch covering garden power tools, watering, and DIY equipment. Competes for the same DIY consumer shopper and shares similar European mass-retail distribution.
• Kärcher: German cleaning and outdoor equipment giant with pressure washers and garden sprayers. Overlaps with Hozelock Exel in DIY retail and professional channels and competes for premium outdoor equipment positioning.
• Stihl: German power-equipment manufacturer with strong positions in professional and consumer outdoor tools. Competes for the professional gardener and contractor segments served by Berthoud and Cooper Pegler.
• Makita: Japanese power tools manufacturer with growing garden equipment presence. Competes for the professional contractor and DIY consumer segments, including outdoor power tools adjacent to Hozelock Exel's watering portfolio.

Direct peers

• Solo Kleinmotoren: German maker of sprayers, misters, and outdoor power equipment. Direct competitor to Cooper Pegler and Berthoud in the professional and agricultural sprayer categories.
• Wolf-Garten: German garden tools specialist (owned by MTD Products) focused on hand tools and small equipment. Direct competitor to the Devaux range and competes for the same European garden-center channel.
• Gardena: Husqvarna Group-owned German manufacturer of garden watering systems, hoses, sprinklers, and micro-irrigation. Direct competitor with overlapping product portfolio, similar retail distribution across Europe, and a comparable mix of consumer and professional customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hozelock-exel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hozelock Exel